A Structural Equation Modeling of Brand Love to Brand Loyalty and Word-of-Mouth of Thailand Post Service Users
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Abstract
The objective of this research is to study the influence of brand love on brand loyalty and word-of-mouth of Thailand Post service users. Questionnaires were used to collect data from the infinite population in upper Northern provinces. A random sampling technique was used in this research. 395 collected questionnaires were returned and completed. The data was analyzed by structural equation modeling. The results indicated that brand love had a direct influence on brand loyalty and word-of-mouth, it also had an indirect influence on word-of-mouth with that has brand loyalty as a mediator. In terms of academic implications, this research reflected a prominent role of brand love in consumer behavioral expressions on the brand re-patronage, increasing the amount of time to use the service and giving advice to other people. Future research may be conducted on the influence of antecedents that drive brand love in the Thailand Post to investigate the causes of users thinking and feeling love over the brand. Additionally, with regard to practical implications, entrepreneurs can develop marketing strategies to motivate consumers’ love for the brand and to retain the consumers in the long term.
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